Guide to: Customer Data Platforms (CDPs)
As marketing becomes more data-driven, understanding the customer has never been more crucial. But with more channels and data sources to contend with than ever before, it can be tough to make sense of all the information available.
A CDP is a software system that aggregates, processes, and activates customer data from a variety of sources. Think of it as a central repository of customer information that allows you to create a unified view of each customer’s interactions with your brand. This includes data from your website, mobile apps, social media, email marketing, CRM, and other sources.
How a CDP Works
A CDP integrates data from various sources into a single database, employing various algorithms to perform processes such as data cleaning, identity resolution, and segmentation. Once the data is consolidated and optimally organized, the CDP can activate the information for marketing activities, such as personalized campaigns, targeted messages, and product recommendations.
How Does a CDP Benefit Marketers?
CDP gives marketers the ability to create more targeted and personalized campaigns that are both effective and efficient. Because it centralizes data, a CDP can provide more accurate customer insights, which enable more strategic decision-making, better resource allocation and targeting, and improved ROI.
How Does a CDP Improve Customer Experience?
By gathering and presenting relevant customer data in real-time, a CDP enables businesses to provide better customer experiences across all channels. With accurate customer information, marketers can personalize messaging and provide relevant content at the right time, through the right channel to the right customer. This fosters a more meaningful and engaged relationship, resulting in improved customer satisfaction, loyalty, and retention.
Most Relevant Articles
For further reading, try these articles first:
Realizing the Benefits of First- and Zero-Party Data for Marketers
Composable Customer Data Platforms
CMWWire: 3 Things to Consider Before Buying a Customer Data Platform
Books
House of the Customer by Greg Kihlström
Customer Data Platforms
To see a full list of platforms, you can visit our Platform Directory.
From our Directory:
Leadspace
The Leadspace Buyer Data Platform is a comprehensive Customer Data Platform purpose-built for B2B and is recognized as a leader by Forrester (Forrester New Wave: B2B Customer Data Platforms Q4 2021).
Intelligent Engagement Platform
NGDATA’s IEP has in-built analytics AI-powered capabilities and decision-making formulas. This unique combination identifies opportunities and proactively and accurately automates individual customer engagements at scale via the most relevant channel.
SAS/QC
SAS/QC software provides a wide range of specialized tools that will help you improve products optimize processes and increase levels of customer satisfaction. It includes tools for process management as well as process control.
SAP ERP
SAP ERP software is a proven foundation for the world’s largest organizations. Streamline procurement manufacturing service sales finance and HR processes.
More Articles
Summary
With a number of different CDPs to choose from, it can be a challenge to pick the right platform for your business. When making a choice, it’s important to take into account your specific business needs. Look for a CDP that can integrate with your existing tech stack and data sources, and offers robust analytics and reporting features that provide deep insights and data visualization, making data actionable.
A customer data platform is an indispensable tool for businesses that want to deliver superior customer experiences and drive engagement and loyalty. By consolidating customer data from multiple sources and making it easily accessible and actionable, a CDP can lead to more insightful decision-making, more personalized marketing, and ultimately, more successful business outcomes. As competition for customer attention continues to intensify, a CDP can provide a competitive advantage for savvy marketers who understand the importance of data-driven insights.